The Edelman Trust Barometer: Their Kidding Right?

Did everyone know that Edelman did a study in conjunction with Technorati on Communications in the age of personal media? You can download it here.

A couple exerts:

Why the Revolution? A Trust Deficit

"Even as technologies are enabling the democratization of communications, public trust in major institutions is eroding.".....

"...Corporate communications must change. At the most strategic level, communications must work to identify and cultivate the most credible, trustworthy, and passionate evangelists within a company. Teh key issue is trust - a company may sacrifice a great degree of control over its message, but gain incredible insights into its relevant communities."

I have met and worked with people from Edelman in the past and they always seemed like a smart bunch to me. But lately of course, they have fallen off the wagon a few times. Hey, maybe they should go to their own website and read their own study eh?